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Making Unsubscribes Worth It

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No etailer likes it when a customer unsubscribes from their emails. I am always curious about new email marketing strategies so I subscribe and unsubscribe at a fairly regular rate. After reviewing few email samples I scroll to the bottom of the email and click the unsubscribe link. I am then taken to the retailer’s unsubscribe page. What’s odd is …

Product Descriptions And Their Lack Off

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I don’t know about you but the way etailers describe products makes me want to abandon my shopping cart. Here is a randomly selected product description from a randomly selected etailer, pcmall.com: And now for my version. To make this task realistic I gave myself only five minutes to write. I believe most etailers should be able to devote at …

Recommending products even when they’re not yours

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The typical Men’s Wearhouse customer probably has some of the characteristics listed below: – He is male – He is 30-45 – He travels on business – He is trendy – Is involved in sales Men’s Wearhouse (based on points above) owns this persona. But this persona has other needs beyond products sold by Men’s Wearhouse: – Interest in productivity …

The First Review

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Product reviews are the best (and easiest) way to convert browsers into shoppers. Reviews work because they represent independent customer testimonials, positive product reviews lift sales and negative reviews dampen them. The challenge is getting the first review, an empty review section casts bad light on the product: So what is a marketer to do? One rather simple workaround is …

eCommerce Facts

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– Re-engaging inactive users is 5 times more cost-effective than acquiring new ones. (Source: Forbes) – Most eCommerce sites have a 4% conversion rate (though some like Amazon and QVC have conversion rates of 20% and 17% respectively). – Of the top 100 eTailers only 35 have conversion rates over 5%. (source: getelastic.com) – 81% of shoppers are more likely …

The First Sale

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The biggest distinction between online shoppers and non-online shoppers is that those that buy online do it all the time with all kinds of products and those that don’t buy online don’t buy at all. So the biggest part of an online retailer’s job is converting a non shopper. Because once the life long behavior of touch, feel, fit and …

Toward Higher Response Rates

Rishi Rawat Blog 1 Comment

Quantity centric attempts to improve email marketing effectiveness is far too scattered a strategy to ever have metric level dependability. However, it is true that people shop (more) when happy and this is an element marketers could consider when developing email marketing programs. And, it turns out, over a relatively large, related, sample size group behavior is astonishingly predictable. I …

Memorable Quotes

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If you don’t make it easy for customers to show their support, they won’t. – Andy Sernovitz Discounts and promotions are taxes placed upon brands for being unremarkable. – Kevin Hillstrom Advertising only accelerates the inevitable. – Roy Williams To a worm in horseradish, the whole world is horseradish. Successful marketing is about telling a story that matches your customer’s world …

Personas – Inside Out

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While I love the idea of persona-driven retail strategy I hate the secrecy around it. We need to extend personas beyond internal use. Personas are more than just internal customer profiles and can actually be used during the shopping process. I’m a total fashion dud. I would love to go to nordstrom.com and select my persona Age Group: young professional …

Definition – Defection Latency

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I shop for movies at Blockbuster only.  I am fully aware of Netflix and have heard great things about it, plus I hate the Blockbuster store experience and yet I only shop there.  This is what we call defection latency.  1 bad experience isn’t enough for me to leave, neither is 12 but at some point after that I will …

What Heinz Discovered

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Retail merchandising strategy is almost completely governed by the principle of price elasticity.  It follows that if price of a product is increased overall units sold drop and vice versa.  But this is not always the case.  Heinz discovered by increasing the size of ketchup bottles from 24oz to 36oz sales increased with no reduction in buying frequency.  Turns out …